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Business Report Starbucks. By Nadia, Sabrina, Vincent Date: May 18, 2006. The Main Business Activity. Coffee Cookies Cake C hocolate Some other snacks Starbucks CDs Coffee makers and affiliated equipment. The Professional Background. Starbucks in Taiwan –

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business report starbucks

Business Report Starbucks

By Nadia, Sabrina, Vincent

Date: May 18, 2006

slide2

The Main Business Activity

  • Coffee
  • Cookies
  • Cake
  • Chocolate
  • Some other snacks
  • Starbucks CDs
  • Coffee makers and affiliated equipment
the professional background
The Professional Background
  • Starbucks in Taiwan –

President Coffee Corporation

  • Starbucks all over the world
the overall vision for the company
The Overall Vision for the Company
  • The 6 Starbucks mission statements
  • The 7 environment mission statements
  • Social Responsibility
starbucks overview
Starbucks overview
  • Turnover:24million (in Taiwan)
  • Position on 2005 Fortune 500 list: # 338
  • Typical customer: 33 million customers worldwide per week.
  • Locations: Starbucks is in 35 countries.
starbucks overview1
Starbucks overview
  • Turnover:24million (in Taiwan)
  • Position on 2005 Fortune 500 list: # 338
  • Typical customer: 33 million customers worldwide per week.
  • Locations: Starbucks is in 35 countries.
state of the market
State of the Market
  • Growing steadily each year
  • Over 7,500 stores around the world
  • Revenue is growing by 20% a year
  • Opening approximately three stores

every day

  • Next target market: China
market position
Market Position
  • Upmarket
  • A cup of coffee costs more than NT$100
  • The Starbucks Experience:

products, service, music, environment, etc.

target market
Target Market
  • Adults with incomes, college students, etc.
  • Savvy and avid coffee drinkers
  • Customers who enjoy the “Starbucks Experience”
current major competitors
Current Major Competitors
  • The other coffee shops that sell similar coffee at a much more competitive price.
  • Local copycats of Starbucks in Taiwan

e.g.. Barista Coffee (西雅圖極品咖啡)

advertising promotion
Advertising &Promotion
  • Little advertising and promotion after break into a new market
  • Focus on the training and farewell of employs
  • To enhance the service quality  happy customers  more customers

(Word of Mouth)

locations
Locations
  • Downtown

a. where there are many people & heavy traffic

b. in business center or shopping district

2. Large stations or rest areas

starbucks swot
Starbucks SWOT
  • Strength: A popular and famous brand, a coffee-chain giant,

knowing how to sell affiliated products

  • Weakness: The selling price is not cheap
  • Opportunity: Developing strategic alliances with other catering

trade.

  • Threat: Lots of replacement products, Business administration

is easy to be imitated by other coffee shops

the required property
The Required Property
  • Factories:

Canned coffee, coffee ice cream,

hand-made cookies, and cakes.

  • Special Property:

Coffee makers, Starbucks staff

goals strategic issues and expansion
Goals, Strategic issues, and Expansion
  • Goals:

Short-term goal: Making more locations in 2006

(note: Starbucks does not have franchise)

Long-term goal: Be as recognizable a brand as Coke.

  • Strategic issues:

Technology affects supply chain issues and

proprietary roasting techniques.

Choose most appropriate long-term strategy to grow

sales and profitability.

goals strategic issues and expansion1
Goals, Strategic issues, and Expansion
  • Expansion:

Will open more locations in Taiwan for achieving a great turnover

Extend their branded product line and make some

products available in retail markets (e.g. selling

coffee, ice cream, cookies in 7-11.)

Develop more strategic alliances (e.g. Chinatrust

bank).